Step 1: Defining the Problem

The following sources inform the “Step 1: Defining the problem” section of Chapter 7: AI in Marketing Research. They describe how sentiment analysis and LLM-based tools like ChatGPT and Perplexity help marketers frame research questions from real-time market signals.

1. What Is Sentiment Analysis? (Brandwatch Glossary)
2. The Top Sentiment Analysis Tools to Elevate Your Insights in 2026 (Brandwatch Blog)
3. AI for Market Research: Harnessing Machine Learning for Better Insights (Cision)
4. ChatGPT vs. Perplexity for Marketing Research: Which AI Tool Wins? (Hashmeta AI)
5. Perplexity vs. ChatGPT: Key Differences and Which Is Best for Your Needs (Coursera)
6. How AI Sentiment Analysis Is Shaping Customer Engagement (Kayako)